Rate the Ad: Ariel: Torture
Print ads from India depict clothing getting tortured like the prisoners at Gitmo.Published: May 27, 2009
Commenter "rconlon6" says, "These posters are rather dull but, more tellingly, very desperate. They certainly wouldn't convince non-customers to try Starbucks and, for current Starbucks customers who are or were considering going to the other, cheaper brands, they only reinforce that Starbucks is more expensive and has no intention of changing that. Just another indication that this is a brand that has lost its way."
Championing the only defense of the campaign, commenter "armtrong987" says, "Well, I don't think legitimate coffee snobs are the Starbucks target these days. Realistically, I'd guess that their core customer is an average coffee drinker, with disposable income that allows them to attach themselves to this type of brand. My guess is that the brief was more about keeping their core customer dishing out for lattes, despite the economic pressure to spend thriftily, not about selling more coffee. It's about not selling less coffee and keeping pricing at status quo. In that vein, I think these simplistic copy (not heavy) ads do their job. No breakthrough creative here, but a nod to their fair, ethical practices (what says natural coffee better than burlap?) And, there's just enough of an elitist personality to keep the spend-wary feeling like they're still doing better than most if they're still buying their Starbucks."